... of virtual communities and the critical role of sustainability and green consumerism among teenagers. Practical implications The HMCS model offers valuable insights to marketers. For example, brands targeting adolescent markets should design trust-centric interfaces, provide explicit safety assurances...

...Beatriz Feijoo; Charo Sádaba; Luisa Zozaya-Durazo; Ini Vanwesenbeeck Purpose The purpose of this study is exploring teenagers’ (aged 11–17) and their parents’ reflections and insights regarding influencer marketing on social media, with a particular focus on advertising literacy and associated...